Find out how long it takes for your customers to convert

Once you've set up conversion tracking, it's important to understand how long it takes customers who see and click your ad to complete the conversion, and how that impacts the data you see in your account. Sometimes the conversion happens rapidly, within a day of the click, but conversions can be reported up to 90 days after the click, depending on the conversion window you’ve chosen.

The time between impression and conversion affects which values you see in your account. Here are some examples where this conversion delay might affect what you see:

  • Comparing performance: If you compare recent performance with past performance, your recent performance might not look as strong, because some of the people who clicked your ad haven’t converted yet. Since you're missing these conversions that will come later on but your spend is fully reported, it may appear that you have fewer conversions, a higher cost per conversion, etc.
  • Missing bid simulator estimates: If your customers take a long time to convert, you might not be able to see conversion estimates in the bid simulator. Learn more about the bid simulator.

To view a report that shows the conversion delay history for your account, follow the instructions below.


  1. Sign in to your Google Ads account.
  2. Click Campaigns, Ad groups, or Keywords in the left page menu.
  3. Check that the date range for your report ends at least 30 days ago (or longer if you have a longer conversion window) to make sure the report has complete conversion data. To change the date range, use the date range selector in the upper right corner of the page.
  4. Click the segment icon Segment, then select Conversions > Days to conversion. This segments the conversion columns in your report into up to 19 rows.


If you use Smart Bidding, you can also view the conversion delay in your bid strategy reports if more conversions are likely to arrive in your selected date range. When viewing these reports, hover over your conversion and conversion value metrics (“Conversions,” “Cost/conv.,” and “Conv. rate”) to see the average duration of the delay. You’ll also see how many conversions we predict haven’t been reported yet based on the delay. In the performance chart, the date range during which more conversions may still be reported will be marked.

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